Duracell has been producing household batteries for over 80 years. The brand's history begins in the 1920s, when scientist Samuel Ruben and entrepreneur Philip R. Mallory formed a partnership. Initially, the company was called the P.R. Mallory Company and specialized in producing mercury batteries for military vehicles. The brand gained popularity with the outbreak of World War II.
Mercury-based batteries were more resistant to the humid climates in which some of the war took place. Around this time, the company was renamed the Mallory Battery Company. However, in the 1970s, mercury's detrimental environmental impact became known, and Duracell switched to producing alkaline batteries.
S. Ruben had an inquisitive mind, and during experiments in 1955, he developed a new type of alkaline battery. It had an innovative, small size and a long lifespan. And here, a lucky break came to the brand's aid: starting in the mid-1950s, the Eastman company Kodaklaunched production of a new line of cameras. This device required a significant amount of energy to operate, and Duracell alkaline batteries were ideal as a power source. This alliance marked a new stage in the brand's development.
In the early 60s, the first batteries of sizes were released under the trade mark AAAnd AAAIn 1964, the company rebranded and from then on produced products under the Duracell brand.
Sale
In 1978, the company was sold to Dart Industries, creating the giant Duracell Inc. While some projects suffered as a result of the acquisition, the brand was retained and continued to be actively developed.
The following years were marked by progressive initiatives. In 1985, Duracell released the first lithium battery for consumer use. And in 1987, it became the first company to include expiration dates on its products.
In 1988, Duracell was acquired by Kohlberg Kravis Roberts for $1.9 billion. Thanks to a smart marketing strategy, by 1991 it accounted for 43% of the American alkaline battery market.
Beginning in 1994, Duracell began actively expanding globally. Production was launched in India, China, and Germany. In 1996, Duracell was acquired by Gillette. Since then, the company has become the undisputed market leader, releasing a new generation of batteries with double the battery life. In 1998, the Duracell Ultra line was introduced.
In 2005, following the merger of Gillette and Procter & Gamble, the Duracell brand became owned by P&G.
Since 2008, Duracell, in partnership with Dane-Elec, has been producing hard drives for mobile devices, memory drives, and card readers.
In 2016, the Duracell brand was acquired by Berkshire Hathaway, of which it remains a part today.
The following products are currently produced under the brand:
AA batteries;
AAA;
C;
D;
9-volt battery;
CMOS;
AAAA elements;
Miniature power elements;
Rechargeable batteries.
